Disconnect to Connect
Put down your devices and pick up real conversations.
As du, one of the UAE’s pioneering telecom providers, we had a unique opportunity to challenge the status quo: encouraging people to disconnect from technology, to truly connect with one another during the Holy Month of Ramadan.
Ramadan is a time for reflection, family, and meaningful moments. While we’re always “connected” digitally, we’re often disconnected from those closest to us. We wanted to flip that narrative.
We developed a 3-film campaign around one powerful message. We crafted relatable, humorous, and culturally resonant stories targeting Emiratis, drawing on everyday scenarios where technology interrupts human moments.
The campaign struck a chord with the audience.
Over 2 million YouTube views shortly after launch
Massive organic traction and buzz on social media
High engagement levels within the local community
And industry recognition, including an Effie shortlist and a top spot in Leo Burnett’s global creative ranking
